At JNB Marketing we specialise in helping local service businesses run effective Google Ads campaigns that deliver real leads — not just clicks.
With our focus on pay-per-lead via Google Local Services Ads (LSAs), you only pay when a potential customer contacts you.
What we do for you
• Full campaign setup: we create and configure your Google Local Services Ads account, define your service areas, target zones and lead types.
• Verification & trust building: we handle the screening, verification and badge application so your ad shows the trusted “Google Verified” badge, boosting customer confidence.
• Pay-Per-Lead Model: You only pay for genuine leads where a customer contacts you directly via your ad. No wasted spend on clicks that might not convert.
• Budget and lead control: We help you choose the number of leads you want per week/month and align your budget accordingly.
• Lead tracking & management: we set up your lead dashboard so you can monitor calls, messages or requests from your ads in real-time.
• Ongoing optimisation: we monitor your results, refine your service categories, target zones, ad profile and lead qualifiers to maximise return.
• Transparent reporting: you receive clear monthly reports showing leads delivered, cost per lead, and actionable insights.
Why choose pay-per-lead LSAs
• Appear at the top of search results when people search for services in your area – making you visible when customers are ready to act.
• Only pay when someone contacts you. This makes budgeting easier and spending more efficient compared to traditional pay-per-click campaigns.
• Builds your reputation with a Google Verified badge and strong review profile — which further improves performance.
• Ideal for local trades, service businesses, professionals who want more calls, bookings or leads, not just website traffic.
Who this is for
• Local trades and services (plumbers, electricians, carpet fitters, cleaners, builders etc).
• Businesses looking for lead-generation results and clear ROI from their advertising budget.
• Businesses who want to leave the complexity of Google Ads to experts and focus on servicing customers.
What we require from you
• Clear identification of your service area(s) and key services offered.
• Ability to respond promptly to leads — high responsiveness improves ad performance and ranking.
• Willingness to invest in a sustained campaign — Google Ads via LSAs work best when you commit and optimise over time, not one-off bursts.
Eligible Categories (UK / Dorset) & What They Mean
The Google Local Services Ads (LSAs) programme is available to specific service categories in the UK. Below are many of the eligible types of business and a brief explanation of what each category typically covers.
Home & trade-services (strongly applicable in Dorset)
- Appliance repair services – on-site fixes of domestic appliances
- Carpenters – woodwork, joinery, structural timber work
- Carpet cleaning services – deep cleaning for carpets in homes & commercial properties
- Cleaning services – domestic or commercial cleaners, end-of-tenancy, etc
- Worktop services – installing or repairing worktops (kitchen / bathroom)
- Electricians – wiring, rewiring, inspections, fault finding
- Fencing services – fence installation or repair, gates
- Flooring services – installing, repairing floor coverings or hard floors
- Foundations services – building foundations / underpinning work
- Garage door services – installation/repair of garage doors
- General contractor services – multi-trade building or refurbishment work
- Handyman – smaller repair jobs across a variety of home services
- Home inspection services – surveying homes for defects/issues
- HVAC (heating or air conditioning) – including boilers, air-con systems
- Junk removal services – clearing waste, rubbish, removals
- Landscaping services – garden design, landscaping installation
- Lawn care services – lawn mowing, turfing, garden maintenance
- Moving services – domestic or commercial relocation services
- Pest control services – treatment of pests, infestations
- Plumbers – plumbing repairs, installations, pipework
- Pool cleaning / pool contracting services – maintenance of swimming pools
- Roofers – roofing installations, repairs, replacements
- Snow removal services – clearing snow in specific regions
- Tree services – tree surgery, pruning, removal
- Water damage services – restoration work after flooding or water ingress
- Window cleaning services – external/internal window cleaning
- Window repair services – fixing or replacing windows or frames
What this means for you
If your service falls into one of the eligible categories, you’re in a strong position to use LSAs. If it doesn’t yet, you may still benefit from other forms of Google Ads, SEO and local marketing—but you wouldn’t use the pay-per-lead LSA format yet.
Things to Consider When Choosing Your LSA Category
Selecting the right category is critical for performance. Here are the key things to weigh when you’re choosing how you’re going to position your business.
- Relevance: Choose the category that most accurately reflects the service you provide. Over-broad categories can lead to irrelevant leads.
- Service area: Ensure you define the geographic zone you serve (for example Dorset, Bournemouth, Poole) so you attract leads from your target region.
- Lead type: Think about what constitutes a ‘lead’ for you (phone call, message, booking request) and ensure the category aligns with that behaviour.
- Responsiveness: The more quickly you answer calls/messages from your ad, the better your ranking and ad performance tend to be.
- Budget & lead volume: Different categories incur different cost-per-lead. You’ll want to check average costs in your area and category (for example, 2025 estimates for UK services ranged approx £10-£60 depending on service and region).
- Complementary services: If you offer multiple services (eg plumbing + heating + bathroom refurb) you may want to list several services under one category or multiple categories—but ensure your budget can support it.
- Verification & trust: Some categories will require strong evidence of insurance, licences, previous work. Be sure you can meet the verification requirements.
- Lead quality vs quantity: A cheaper lead is not always a better lead. Choosing a narrowly defined service category may reduce volume but improve quality.
What is a Lead?
In the context of our pay-per-lead LSA campaigns the term “lead” means a direct contact initiated by a potential customer through your ad—such as a call, message or booking request. You only pay when this happens. (Unlike traditional pay-per-click ads where you pay for clicks whether they turn into contacts or not.)
Examples of valid leads:
- A phone call to your business number from the ad when someone is searching for your service.
- A message request or booking request initiated via your ad profile.
- A customer contacting you directly through your verified contact method from the ad listing.
Important note: You must respond promptly and record the outcome of the lead (converted, no-show, not relevant) so you can feed this information back and optimise your campaign.
Marketing Support & Local Presence
As part of our full service, we also offer a Marketing Support Plan for social media management, and Google My Business (GMB) / Business Profile management — with no long-term contracts.
- Social media: We’ll manage your social media accounts, create content around your services, recent jobs, reviews and boost local engagement.
- Google My Business / Business Profile: We’ll optimise your profile, ensure your business description, service area, photos, reviews and posts are all working to support both your LSA campaign and your organic visibility.
- Combining this with your LSA campaign ensures you’re maximising visibility, lead-flow and local trust.
For more information on our Marketing Support Plan, please visit our Marketing Support page.
Frequently Asked Questions
What are Google Local Service Ads?
Google Local Service Ads help connect your local business with customers who search for the services you offer. You only pay when a customer gets in touch via the ad.
How do Local Service Ads work?
Based on the services you offer and the areas you serve, your business is shown at the top of Google Search results. Customers can call you, send a message, or schedule directly from the ad.
What types of local service businesses are eligible?
Businesses offering home, business, care, wellness, beauty and many other services may qualify. Eligibility depends on location and service category.
How much do Google Local Service Ads cost?
You choose the budget that fits your lead goals. You only pay when a potential customer contacts you via the ad.
How do I set up Google Local Service Ads?
Sign up, provide your business details (hours, service area, services), link your Google Business Profile, complete the verification process & add billing. Once approved you start receiving leads.
How quickly will I see leads?
Once your business is verified and the campaign is running, leads can start within days. Ongoing optimisation will shape volume and cost per lead.
Can we pause or adjust the campaign?
Yes — your budget, service area and number of leads can be adjusted as required. We’ll manage all changes for you.
